Digital Marketing Fundamentals Certificate Program

DePaul University offers a six-week certificate program for marketing professionals to improve their knowledge and application of the theory and practice of digital marketing.

In this program, you will learn the terminology and strategy for Internet search, social media, web analytics, mobile marketing and digital display advertising from Chicago area professionals who are experts in their fields. You will participate in a team project to put learnings from class lectures into practice for real-world digital brands. This class project will culminate in presentations during the last class. Upon successful completion of the program, you will receive a Digital Marketing Strategy Certificate from DePaul University.

Benefits

By the end of this program, you will have a solid understanding of:

• Search, both SEO and paid
• Web analytics
• Display advertising on the Internet
• Mobile marketing
• Social media marketing
• Digital marketing strategy

Topics

Week 1

*Digital Marketing Landscape * Drivers of Digital Marketing and the internet. What is Inbound Marketing? How is content tied to online?

Week 2

Importance of SEO and Website Design/Content. The Paid, Owned and Earned Media with Customer Journeys

We'll study the 3 pillars of digital marketing and begin to understand how the various channels and media fit within each of these pillars and how they work alongside the customer journey. Importance of SEO in web design and Landing Pages.

Week 3

Paid Search & Paid Social Advertising

Adding to our knowledge of Paid Media, we'll see what it takes to advertise on Google, Facebook and LinkedIn.

Week 4

Email & Mobile

• Leveraging customer data
• Adaptive experiences in email marketing
• Mobile and the convergence of physical and digital worlds
• Mobile first, mobile disruption

Week 5

Display & Programmatic Advertising

How marketers use ad networks, exchanges and partners to serve ads The digital display ecosystem and personalizing the experience

Week 6

How to Build a Digital Marketing Campaign and Analytics